Values Based Innovation Management

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Values-Based Innovation Management

Author : Henning Breuer
Publisher : Bloomsbury Publishing
ISBN 13 : 1137516623
Total Pages : 252 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Values-Based Innovation Management by : Henning Breuer

Download or read book Values-Based Innovation Management written by Henning Breuer and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Co-authored by two leading experts in the field, this unique and forward thinking new core textbook shows how innovation in processes, products, services, business models and networks may be managed by what we care about. The book combines theoretical insights with a strong practical element, featuring a wealth of case studies and tools to help innovators solve societal problems and realise their ideals. Readers are be encouraged to explore not only sustainability-orientation and values of privacy or safety, but also their own unique values as relevant drivers for change within and across organisations. Accompanied by a strong pedagogical framework, the book begins by reviewing the field of innovation management before going on to discuss innovation in processes, products and services, and finally providing the student with the methods and tools for implementing change. This textbook is the ideal companion for advanced undergraduate or postgraduate students studying innovation management or entrepreneurship. The book also provides an invaluable resource for entrepreneurs, innovation managers and consultants.

Ethical IT Innovation

Author : Sarah Spiekermann
Publisher : CRC Press
ISBN 13 : 1482226367
Total Pages : 278 pages
Book Rating : 4.4/5 (822 download)

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Book Synopsis Ethical IT Innovation by : Sarah Spiekermann

Download or read book Ethical IT Innovation written by Sarah Spiekermann and published by CRC Press. This book was released on 2015-11-18 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explaining how ubiquitous computing is rapidly changing our private and professional lives, Ethical IT Innovation: A Value-Based System Design Approach stands at the intersection of computer science, philosophy, and management and integrates theories and frameworks from all three domains.The book explores the latest thinking on computer ethics, inc

Creativity and Strategic Innovation Management

Author : Malcolm Goodman
Publisher : Routledge
ISBN 13 : 1317199472
Total Pages : 326 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis Creativity and Strategic Innovation Management by : Malcolm Goodman

Download or read book Creativity and Strategic Innovation Management written by Malcolm Goodman and published by Routledge. This book was released on 2017-03-27 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creativity and Strategic Innovation Management was the first book to integrate innovation management with both change management and creativity to form an innovative guide to survival in rapidly changing market conditions. Treating creativity as the process, and innovation the result, Goodman and Dingli emphasise the importance of a strategic approach to management through fostering creative processes. Revised and updated for a second edition, this ground-breaking book now includes: A new section on contemporary themes in innovation management, such as the use of social media and sustainability. More coverage of entrepreneurship, ethics, diversity issues and the legal aspects of technology and innovation management. More international cases and real life examples. The book is also supported by a range of new tutor support materials. This textbook is an ideal accompaniment to postgraduate courses on innovation management and creativity management. The focused approach by Goodman and Dingli also makes it useful as supplementary reading on a range of courses from management of technology to strategic management.

Innovation Management

Author : Vida Škudienė
Publisher : Edward Elgar Publishing
ISBN 13 : 1789909813
Total Pages : 224 pages
Book Rating : 4.7/5 (899 download)

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Book Synopsis Innovation Management by : Vida Škudienė

Download or read book Innovation Management written by Vida Škudienė and published by Edward Elgar Publishing. This book was released on 2020-02-28 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering a conceptual framework that integrates strategy, product, process and human resource research, this timely book interrogates these four critical and interrelated areas of innovation management. Chapters examine new insights into the latest trends in the field, providing a holistic view into key management strategies that benefit both up-and-coming and established businesses.

Dynamics of Long-Life Assets

Author : Stefan N. Grösser
Publisher : Springer
ISBN 13 : 3319454382
Total Pages : 356 pages
Book Rating : 4.3/5 (194 download)

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Book Synopsis Dynamics of Long-Life Assets by : Stefan N. Grösser

Download or read book Dynamics of Long-Life Assets written by Stefan N. Grösser and published by Springer. This book was released on 2017-05-10 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is published under a CC BY-NC 4.0 license. The editors present essential methods and tools to support a holistic approach to the challenge of system upgrades and innovation in the context of high-value products and services. The approach presented here is based on three main pillars: an adaptation mechanism based on a broad understanding of system dependencies; efficient use of system knowledge through involvement of actors throughout the process; and technological solutions to enable efficient actor communication and information handling. The book provides readers with a better understanding of the factors that influence decisions, and put forward solutions to facilitate the rapid adaptation to changes in the business environment and customer needs through intelligent upgrade interventions. Further, it examines a number of sample cases from various contexts including car manufacturing, utilities, shipping and the furniture industry. The book offers a valuable resource for both academics and practitioners interested in the upgrading of capital-intensive products and services. “The work performed in the project “Use-It-Wisely (UiW)” significantly contributes towards a collaborative way of working. Moreover, it offers comprehensive system modelling to identify business opportunities and develop technical solutions within industrial value networks. The developed UiW-framework fills a void and offers a great opportunity. The naval construction sector of small passenger vessels, for instance, is one industry that can benefit.” Nikitas Nikitakos, Professor at University of the Aegean, Department of Shipping, Trade, and Transport, Greece. “Long-life assets are crucial for both the future competiveness and sustainability of society. Make wrong choices now and you are locked into a wrong system for a long time. Make the right choices now and society can prosper. This book gives important information about how manufacturers can make right choices.” Arnold Tukker, Scientific director, Institute of Environmental Sciences (CML), Leiden University, and senior scientist, TNO.

Innovation for Value and Mission

Author : Peet van Biljon
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110711060
Total Pages : 368 pages
Book Rating : 4.1/5 (17 download)

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Book Synopsis Innovation for Value and Mission by : Peet van Biljon

Download or read book Innovation for Value and Mission written by Peet van Biljon and published by Walter de Gruyter GmbH & Co KG. This book was released on 2022-09-20 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Innovation. No other concept is so widely celebrated, yet so secretly dreaded. The reason: innovation requires managing through uncertainty. This is hard for any organization whether private or public, small or large. This book provides a roadmap for those who want to understand and manage innovation in all its aspects. It explains both the "how" and the "why" of innovation – its economic and policy context as well as the techniques by which it can be orchestrated, along with the management systems needed to govern it. Innovation is uniquely presented through both a private-sector (value-creating) and public-sector (mission-fulfilling) lens. Topics covered in context include modern innovation and creativity techniques such as design thinking and the Lean Startup, the organizational challenges of innovation, as well as innovation project- and portfolio management techniques. Business-model innovation and open innovation complete the picture from the manager’s perspective. The private and public financing of R&D, startups, and corporate innovation are presented – contrasting the private and public worlds while explaining how they complement each other. Government innovation policy is discussed in its historical and contemporary context, and the innovation policy toolset is introduced. Continual innovation is vital for companies and countries to prosper. Readers will learn why innovation must follow technological breakthroughs to raise productivity and economic growth, and how innovation – when done right – can benefit larger society. An explanation for unequal growth – that some companies, regions, and countries are not seeing the full productivity gains promised by modern technology – is explored in the context of technology diffusion. No previous experience in innovation management, economics or public policy is assumed, and the book moves fast to equip the reader with practical tools and techniques. Innovation for Value and Mission is suitable for an introductory graduate level course, or as a desk reference for experienced practitioners and policymakers. Because it connects multiple topic areas and contains ample additional references, the book is also a great resource for those with expertise in one particular area of innovation who desire to branch out into other areas.

Creativity and Strategic Innovation Management

Author : Malcolm Goodman
Publisher : Taylor & Francis
ISBN 13 : 1317199480
Total Pages : 326 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis Creativity and Strategic Innovation Management by : Malcolm Goodman

Download or read book Creativity and Strategic Innovation Management written by Malcolm Goodman and published by Taylor & Francis. This book was released on 2017-03-27 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creativity and Strategic Innovation Management was the first book to integrate innovation management with both change management and creativity to form an innovative guide to survival in rapidly changing market conditions. Treating creativity as the process, and innovation the result, Goodman and Dingli emphasise the importance of a strategic approach to management through fostering creative processes. Revised and updated for a second edition, this ground-breaking book now includes: A new section on contemporary themes in innovation management, such as the use of social media and sustainability. More coverage of entrepreneurship, ethics, diversity issues and the legal aspects of technology and innovation management. More international cases and real life examples. The book is also supported by a range of new tutor support materials. This textbook is an ideal accompaniment to postgraduate courses on innovation management and creativity management. The focused approach by Goodman and Dingli also makes it useful as supplementary reading on a range of courses from management of technology to strategic management.

TECHNOLOGY AND INNOVATION MANAGEMENT

Author : DUBEY, SANJIVA SHANKAR
Publisher : PHI Learning Pvt. Ltd.
ISBN 13 : 9389347408
Total Pages : 301 pages
Book Rating : 4.3/5 (893 download)

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Book Synopsis TECHNOLOGY AND INNOVATION MANAGEMENT by : DUBEY, SANJIVA SHANKAR

Download or read book TECHNOLOGY AND INNOVATION MANAGEMENT written by DUBEY, SANJIVA SHANKAR and published by PHI Learning Pvt. Ltd.. This book was released on 2020-03-01 with total page 301 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technology and Innovation Management is one of the most sought-after courses offered like MBA or PGDM in Business Schools and various Technology Institutes, today. This book, written with deep ingrained practical insights and well-researched theoretical foundations integrates people, processes and technology to achieve maximum economic benefits to society. The book is designed to be a compendium for students and managers, who wish to understand technology and innovation management to the core. The book explains the relationship between technology innovation and strategy in a simplified manner. Keeping Indian education framework in mind, this book details on practices and principles that are easy to implement. The theories are simple to grasp, and anecdotal stories on Technology and Innovation implementations make it a student-friendly edition, to help achieve success in exams as well as in the professional front. It further explains the core principles of Technology and Innovation Management. S-Curve and the Segment Zero Principle, adopting industry 4.0 and innovation 4.0 to make India a smart and intelligent manufacturing hub in the era of fourth industrial revolution, design thinking for solving complex business problems along with the role and contribution of Government in Technology Development. KEY FEATURES • Provides an in-depth knowledge of Product and Process Development and Role of Technology • Gives a thorough overview of Existing and Emerging Technology, Human Aspects and Social Issues in Technology Management • Contained with MCQs (and their answers) which are important from examination point-of-view. This new edition of the popular book features the following additions: • Chapter on Industry 4.0 and Innovation 4.0 covering topics like Fourth Industrial revolution and Industry 4.0, Five Laws of Emerging Technology, Societal value of Innovation 4.0 and Leadership traits expected in the fourth industrial revolution emphasises on efficient and higher quality production process. • Chapter on Design Thinking to engage in the task of steering innovation in the organization through many disciplined and right measures such as business strategy, planning, process design, product and process innovation and many others. • Two additional case studies of leading technology companies who are using technology for Business Innovation. TARGET AUDIENCE • MBA / PGDBM / PGDM • B.Tech / M.Tech • BCA / MCA

Lean Innovation

Author : Claus Sehested
Publisher : Springer Science & Business Media
ISBN 13 : 3642158951
Total Pages : 189 pages
Book Rating : 4.6/5 (421 download)

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Book Synopsis Lean Innovation by : Claus Sehested

Download or read book Lean Innovation written by Claus Sehested and published by Springer Science & Business Media. This book was released on 2010-09-28 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: Within manufacturing, Lean has lead to significant results throughout the world. But what happens when Lean meets Innovation? Is the needed creativity destroyed, or can Lean make the results of the organization even better? In Lean Innovation, Claus Sehested and Henrik Sonnenberg reveal how a managed iteration between creativity and effectiveness can ensure that the visions of top management are realized through the innovation processes. Lean can elevate the innovation processes to a new level where they become a true strategic differentiator. The authors address the key challenges facing leaders of knowledge organizations, and present a number of principles which they can use to bring more leadership into the innovation work. They also discuss methods which can increase result focus and continuous learning in the core innovation processes. The book contains specific and practical examples from five companies who started on a Lean Innovation journey. Innovation Insights from Apple, Google, Toyota, IDEO and others are also included.

Innovation Management in Mature Business Organisations

Author : Malte Sunderkötter
Publisher : GRIN Verlag
ISBN 13 : 3638310981
Total Pages : 18 pages
Book Rating : 4.6/5 (383 download)

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Book Synopsis Innovation Management in Mature Business Organisations by : Malte Sunderkötter

Download or read book Innovation Management in Mature Business Organisations written by Malte Sunderkötter and published by GRIN Verlag. This book was released on 2004-10-02 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: A, University of Massachusetts - Amherst (Isenberg School of Mangement), Sprache: Deutsch, Abstract: Innovation and Entrepreneurship is not only an important issue for new start- up companies but also within well-established big companies and ̄rms. Without invention and innovation, every company will die sooner or later when younger corporations take over markets with better, cheaper or substitutive products and services. Thus, innovation management, understood as being the set of activities that ̄rms undertake in order to yield new solutions within products, production, and administration, is an essential task for matured companies in order to keep their competitiveness. This leads to the question: What determinants of orga- nizational culture have an in°uence on stimulating and promoting innovation in organizations? The main contribution of the proposed paper is a discussion based on topical literature on how a general framework for e®ective innovation management, cus- tomizeable to individual situations and di®erent ̄rms, can look like. Besides the cultural and organizational aspects of innovation management in established ̄rms, the proposed paper will particularly focus on the analysis and evaluation of the concept of innovation networks.

Technology and Innovation Management: A Practical Guide

Author : Dr Raj CN Thiagarajan
Publisher : Notion Press
ISBN 13 :
Total Pages : 952 pages
Book Rating : 4.8/5 (941 download)

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Book Synopsis Technology and Innovation Management: A Practical Guide by : Dr Raj CN Thiagarajan

Download or read book Technology and Innovation Management: A Practical Guide written by Dr Raj CN Thiagarajan and published by Notion Press. This book was released on 2024-05-15 with total page 952 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world driven by technological advancements, the ability to effectively manage technology and innovation is the key to success. "TECHNOLOGY AND INNOVATION MANAGEMENT: A Practical Guide" is your ultimate companion on the journey to becoming a master of technological transformation. Dr. Raj C N. Thiagarajan, a renowned expert in the field, takes you on a captivating exploration of the dynamic intersection between technology, innovation, and management. With a focus on practicality and real-world application, this book equips students, engineers, entrepreneurs, and innovators with the tools and techniques to shape the future and achieve their strategic goals. From the origins of technology and innovation management to the fundamentals of value creation through purpose-driven innovation, each chapter unveils a new layer of knowledge and expertise. Discover the secrets of managing creativity and innovation, learn about powerful technology tools for successful innovation, and explore the process of technological change and its impact on market dynamics. But this book goes beyond theory. It immerses you in the world of technology intelligence, competition, and strategic decision-making. Uncover the art of gathering valuable insights, harness the power of technology roadmaps and strategy models, and explore the organizational structures that foster innovation. Gain a deep understanding of intellectual property strategy and the process of technology deployment in new product development. Dr. Thiagarajan's wealth of experience, spanning over three decades with global corporations, shines through as he shares his expertise through real-life examples and case studies. His passion for multiphysics engineering design and innovation permeates every page, inspiring readers to push the boundaries of what is possible. "TECHNOLOGY AND INNOVATION MANAGEMENT: A Practical Guide" is not just a book—it is a roadmap to success in the ever-evolving landscape of technology and innovation. Whether you are a student, an engineer, an entrepreneur, or a management professional, this comprehensive guide will empower you to make informed decisions, seize opportunities, and become a true champion of innovation. Get ready to embark on an exhilarating journey that will transform your perspective on technology and innovation management. Join Dr. Thiagarajan as he unlocks the secrets to creating a future driven by purpose, innovation, and strategic decision-making. Are you ready to shape the world of tomorrow? The power is in your hands.

Knowledge Driven Service Innovation and Management: IT Strategies for Business Alignment and Value Creation

Author : Chew, Eng K.
Publisher : IGI Global
ISBN 13 : 1466625139
Total Pages : 620 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Knowledge Driven Service Innovation and Management: IT Strategies for Business Alignment and Value Creation by : Chew, Eng K.

Download or read book Knowledge Driven Service Innovation and Management: IT Strategies for Business Alignment and Value Creation written by Chew, Eng K. and published by IGI Global. This book was released on 2012-11-30 with total page 620 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book provides a comprehensive collection of research and analysis on the principles of service, knowledge and organizational capabilities, clarifying IT strategy procedures and management practices and how they are used to shape a firm's knowledge resources"--Provided by publisher.

Responsible Innovation

Author : Richard Owen
Publisher : John Wiley & Sons
ISBN 13 : 1118551400
Total Pages : 361 pages
Book Rating : 4.1/5 (185 download)

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Book Synopsis Responsible Innovation by : Richard Owen

Download or read book Responsible Innovation written by Richard Owen and published by John Wiley & Sons. This book was released on 2013-03-21 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: Science and innovation have the power to transform our lives and the world we live in - for better or worse – in ways that often transcend borders and generations: from the innovation of complex financial products that played such an important role in the recent financial crisis to current proposals to intentionally engineer our Earth’s climate. The promise of science and innovation brings with it ethical dilemmas and impacts which are often uncertain and unpredictable: it is often only once these have emerged that we feel able to control them. How do we undertake science and innovation responsibly under such conditions, towards not only socially acceptable, but socially desirable goals and in a way that is democratic, equitable and sustainable? Responsible innovation challenges us all to think about our responsibilities for the future, as scientists, innovators and citizens, and to act upon these. This book begins with a description of the current landscape of innovation and in subsequent chapters offers perspectives on the emerging concept of responsible innovation and its historical foundations, including key elements of a responsible innovation approach and examples of practical implementation. Written in a constructive and accessible way, Responsible Innovation includes chapters on: Innovation and its management in the 21st century A vision and framework for responsible innovation Concepts of future-oriented responsibility as an underpinning philosophy Values – sensitive design Key themes of anticipation, reflection, deliberation and responsiveness Multi – level governance and regulation Perspectives on responsible innovation in finance, ICT, geoengineering and nanotechnology Essentially multidisciplinary in nature, this landmark text combines research from the fields of science and technology studies, philosophy, innovation governance, business studies and beyond to address the question, “How do we ensure the responsible emergence of science and innovation in society?”

Innovation Management

Author : Jan van den Ende
Publisher : Bloomsbury Publishing
ISBN 13 : 135201243X
Total Pages : 506 pages
Book Rating : 4.3/5 (52 download)

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Book Synopsis Innovation Management by : Jan van den Ende

Download or read book Innovation Management written by Jan van den Ende and published by Bloomsbury Publishing. This book was released on 2021-10-01 with total page 506 pages. Available in PDF, EPUB and Kindle. Book excerpt: Not solely covering new products, Innovation Management focuses on new services and new business models; in doing so, it provides an introduction to new business development. The book follows the logic of the innovation process, from idea development via selection to implementation, and discusses these topics both on the level of the company and individual projects. Its content is evidence-based, but with many practical examples. This textbook ensures up-to-date subject knowledge by providing a contemporary approach: novel methodologies such as design thinking, lean innovation and open innovation are included. Exercises and discussion questions at the end of each chapter enable self-testing and reflection. Comprehension of new topics is aided by an in-margin glossary and further multimedia links on the companion website - bloomsburyonlineresources.com/innovation-management. It is an essential resource for undergraduate students seeking a rigorous and science-based, yet accessible and manageable, overview of innovation management.

The Innovation Mode

Author : George Krasadakis
Publisher : Springer Nature
ISBN 13 : 3030451399
Total Pages : 316 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis The Innovation Mode by : George Krasadakis

Download or read book The Innovation Mode written by George Krasadakis and published by Springer Nature. This book was released on 2020-07-29 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents unique insights and advice on defining and managing the innovation transformation journey. Using novel ideas, examples and best practices, it empowers management executives at all levels to drive cultural, technological and organizational changes toward innovation. Covering modern innovation techniques, tools, programs and strategies, it focuses on the role of the latest technologies (e.g., artificial intelligence to discover, handle and manage ideas), methodologies (including Agile Engineering and Rapid Prototyping) and combinations of these (like hackathons or gamification). At the same time, it highlights the importance of culture and provides suggestions on how to build it. In the era of AI and the unprecedented pace of technology evolution, companies need to become truly innovative in order to survive. The transformation toward an innovation-led company is difficult – it requires a strong leadership and culture, advanced technologies and well-designed programs. The book is based on the author’s long-term experience and novel ideas, and reflects two decades of startup, consulting and corporate leadership experience. It is intended for business, technology, and innovation leaders.

Managing Innovation

Author : Joe Tidd
Publisher : Wiley
ISBN 13 : 9781118360637
Total Pages : 680 pages
Book Rating : 4.3/5 (66 download)

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Book Synopsis Managing Innovation by : Joe Tidd

Download or read book Managing Innovation written by Joe Tidd and published by Wiley. This book was released on 2013-07-10 with total page 680 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing Innovation is an established, bestselling text for MBA, MSc and advanced undergraduate courses on innovation management, management of technology, new product development and entrepreneurship. It is also widely used by managers in both the services and manufacturing sectors. Now in its fifth edition, Managing Innovation has been fully revised and now comes with a fully interactive e-book housing an impressive array of videos, cases, exercises and tools to bring innovation to life. The book is also accompanied by the Innovation Portal at www.innovation-portal.info, which contains an extensive collection of additional digital resources for both lecturers and students. Features: The Research Notes and Views from the Front Line feature boxes strengthen the evidence-based and practical approach making this a must read for anyone studying or working within innovation The Innovation Portal www.innovation-portal.info is an essential resource for both student and lecturer and includes the Innovation Toolkit – a fully searchable array of practical innovation tools along with a compendium of cases, exercises, tools and videos The interactive e-book that accompanies the text provides enriched content to deepen the readers understanding of innovation concepts

The Business Model Innovation Process

Author : Yariv Taran
Publisher : Routledge
ISBN 13 : 1000521230
Total Pages : 198 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis The Business Model Innovation Process by : Yariv Taran

Download or read book The Business Model Innovation Process written by Yariv Taran and published by Routledge. This book was released on 2021-11-21 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business Model Innovation Process: Preparation, Organization and Management examines a range of critical questions that merit thoughtful interdisciplinary consideration, such as: Why do business models, and their innovation in particular, matter today? How can the process of business model innovation be understood, organized and managed adequately under increasingly volatile, uncertain, complex and ambiguous technological, business and geo-political conditions? What should decision-making and risk-management look like under these conditions, with managers whose rationality is bounded? The book offers a detailed account of the relatively unknown process of business model innovation by looking into the intersection of strategic, operations and innovation management, organizational design, decision-making and performance management. In doing so, this book addresses fundamental issues, and introduces new ideas and theoretical perspectives. In envisioning and thinking about various potential scenarios of business model innovation and understanding how to organize for each of these under different conditions, the book provides original arguments and suggestions for practitioners. For that purpose, the book also offers many compelling real-life examples of business models and their innovation. Combining theory and practice, this book is an essential read for researchers and academics of business model innovation, as well as strategic management, digital transformation, innovation management and organizational change. It will also be of direct interest to practitioners and business leaders seeking new perspectives to increase their competitive advantage.